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Makeover for Superdrug customer mag

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Superdrug’s in-store magazine, Spirit, has expanded its editorial team and doubled its frequency in a bid to reach more readers, writes Ruth Addicott.

The new look will appear in the July issue and is expected to reflect Superdrug’s message of “affordable glamour”. The title has been repositioned to target a slightly older reader of 30 as opposed to the previous core age of 29. Editorial will have more emphasis on value, with a new section entitled “Ten under £10”, featuring products by beauty experts such as celebrity make up artists.

The celebrity content has been increased and the news pages have been split into new sections: hair and make-up, skin and spa, home and away, and happy and healthy.

Spirit will continue to feature its usual mix of beauty and fashion tips as well as makeovers, jargonfree health advice and answers to real life dilemmas.

Editor Brigid Moss said the revamp of the store had provided the magazine with the opportunity to update its design. “It’s all about getting the right look and the right price with more emphasis on beauty and trends,” she said. “The design has been de-cluttered and cleaned up.”

New type faces have been added, the logo has been updated and the cover photo will now be a head and shoulders shot, instead of just a head shot, she said.

The frequency has increased from six to 11 issues a year and Emma Kirkham has joined as art director.

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Spirit is also to recruit a new sub and designer.

River Publishing has held the contract to publish Spirit for four years. It is distributed free to customers and has a distribution of 500,000. The contract was renewed again recently.